Strategi push and pull marketing public relations dalam mempromosikan produk Nyapii

Halim, Ferdinand (2022) Strategi push and pull marketing public relations dalam mempromosikan produk Nyapii. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Industri Food and Beverages atau yang biasa disingkat F&B merupakan sebuah industri yang cukup menjanjikan. Terutama di Indonesia, dimana industri ini terus mengalami perkembangan dan peningkatan di setiap tahunnya. Namun, hal ini seketika berubah di kala Pandemi Covid-19 melanda, semua sektor di seluruh dunia merasakan dampak buruk dari kemunculan Pandemi ini. Industi F&B yang dirasa menjanjikan pun tak luput dari dampak buruk Pandemi ini. Maka dari itu, peneliti ingin mengetahui bagaimana strategi marketing yang dilakukan industri ini agar dapat bertahan dan bagaimana cara mereka dapat menarik minat beli konsumen yang sudah pasti menurun di kala Pandemi. Pada penelitian ini, peneliti memfokuskan penelitian ini pada Restoran Nyapii. Subjek dari penelitian ini adalah Edho Zell sebagai pengurus bagian social media dan digital marketing. Sedangkan, objek nya adalah strategi push and pull marketing public relations dalam mempromosikan produk Nyapii. Penelitian ini mengacu pada kegiatan Marketing Public Relations dan Strategi Push and Pull yang dilakukan oleh Nyapii. Dalam melakukan penelitian ini, peneliti menggunakan metode deskriptif kualitatif. Peneliti menggunakan metode ini karena metode ini dirasa paling tepat untuk menggambarkan dan menjabarkan strategi-strategi apa saja yang dilakukan Nyapii dalam mempromosikan produknya. Peneliti juga melakukan wawancara kepada beberapa infroman terkait bagaimana pendapat mereka tentang strategi yang dijalankan oleh Nyapii. Penelitian ini mengacu pada kegiatan Marketing Public Relations dan Strategi Push and Pull yang dilakukan oleh Nyapii. Dari penelitian ini, peneliti menemukan bahwa Nyapii sudah lebih beralih kepada penggunaan Media Sosial ketimbang Media Konvensional. Hal ini juga dipengaruhi akibat perkembangan zaman dimana orang sudah lebih beralih ke Media Sosial untuk menemukan informasi yang mereka butuhkan. Jadi, dari perubahan kebiasaan ini maka Nyapii pun ikut beradaptasi menjalankan Strategi Marketing-nya melalui Media Sosial, seperti Instagram dan Tik Tok./The Food and Beverages industry or commonly abbreviated as F&B is a promising industry. Especially in Indonesia, where this industry continues to develop and improve every year. However, this condititon suddenly changed when the Covid-19 Pandemic hit, all sectors around the world felt the bad impact of the emergence of this Pandemic. The F&B industry, which is considered promising, has not been spared the bad effects of this pandemic. Therefore, researchers want to find out how the marketing strategies are carried out by this industry in order to survive and how they can attract consumer buying interest which has definitely declined during the Pandemic. In this research, the researcher focused this research on the Nyapii Restaurant. The subject of this research is Edho Zell as the administrator of the social media and digital marketing section. Meanwhile, the object is a push and pull marketing public relations strategy in promoting Nyapii products. This research refers to the Marketing Public Relations and Push and Pull Strategy activities carried out by Nyapii. In conducting this research, the researcher used a qualitative descriptive method. Researchers use this method because this method is considered the most appropriate to describe and describe what strategies Nyapii does in promoting its products. The researcher also conducted interviews with several informants regarding their opinion about the strategy implemented by Nyapii. This research refers to the Marketing Public Relations and Push and Pull Strategy activities carried out by Nyapii. From this study, the researchers found that Nyapii had turned to the use of social media more than conventional media. This is also influenced by the times where people have turned to social media to find the information they need. So, from this habit change, Nyapii has also adapted to run its Marketing Strategy through Social Media, such as Instagram and Tik Tok.

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